Jayne Dowle: Children should learn the lessons of being consumers

I must be an irresponsible parent, but I was so impressed by her forward planning, I did nothing but smile. Now, apparently, I've got to take the matter seriously. Compass, a left-leaning think-tank, is calling for a complete ban on advertising to children, as operates in Sweden. This would include no advertising in public spaces and a limit on shop-front marketing.

It would also mean restrictions on television advertising to under-12s and product placement on television, recognising that some broadcasting, especially satellite television from other countries, would be impossible to police.

Compass believes that childhood is becoming too commercialised – tell us something we haven't known since I was obsessing over Sindy dolls in 1975 – and that something must be done. It will be interesting to see if their campaign is supported by David Cameron, who has also been getting exercised over the commercialisation of childhood. As if he hasn't got enough to worry about.

As I said, Lizzie is not going to be happy. The windows of the Early Learning Centre send out a siren call, pulling her in to collect yet another catalogue. To be honest, it is nothing more than I expect. She is my daughter after all. And hey, we're only human. I'd rather gaze in wonder at the windows of Harvey Nichols than actually go in, try anything on and buy it. When I get the (rare) chance to sit down, I love to flick through a magazine or a catalogue. And don't get me started on shopping websites, especially the ones which inundate my inbox with inducements for one-day sales when I'm trying to work. A bit of research among parents suggest that it's a girl thing, mostly.

Lizzie's seven-year-old brother, Jack, doesn't really care what he gets, as long as it is related to football or music. We had to force him to tell us what he wanted for Christmas. And to be honest, the television adverts came in useful. At least they gave us some clues. He ended up with a basic i-Pod, football boots, books and games. And to be honest, he's as happy with his snakes and ladders as anything. In fact, I reckon exposure to advertising has made him cynical. He isn't taken in by hype, and nowhere near as passive as Compass might like to imagine.

This is a child who has watched television since he could stand up in his baby-walker (another bad thing, according to the politically-correct) and shake his rattle at Thomas the Tank Engine. When we first went to mother-and-baby group, there was a passionate discussion going on about the evils of television advertising to children. I went home, switched on the TV, and waited. And waited. I didn't see anything being advertised that was going to corrupt my baby for the rest of his life, just a load of plastic tat and nappies. I remember wondering if they were all watching some other television. Possibly on some other planet.

And I must say, when organisations such as Compass start getting worried about the corrosive effects of "pester power", they should go and stand in the playground. Peer pressure is at least as big a factor in persuading children that they must have the "latest thing" than any advertising campaign.

Remember shag bands, the big craze of last summer, that sent worried parents into a moral panic? I don't remember them being advertised anywhere, yet every child in Barnsley wanted them. I can appreciate the arguments which Compass put forward. Advertising encourages children to want more, it takes away the "innocence" of childhood, and it encourages the young to grow up faster, because they become consumers at the earliest of ages. And I guess, it also encourages them to think that money can buy them happiness, however fleeting that might be, once that vital bit of the game has been sucked up in the Hoover.

But let's get a bit of perspective here. Whatever our children end up as in life, you can guarantee one thing. They will all become consumers. Whether they do their weekly shop in Lidl or Waitrose, they will all have to negotiate their way through advertising, marketing, special offers, reward points and the rest. I don't know what happens to Swedish children, but I reckon that the sooner we introduce ours to the nasty cut-throat world of money, the better.

I can't help but think that banning advertising makes it easier for parents to duck their responsibilities. Surely, we evolve a better relationship with our children if we negotiate, weigh up requests, and yes, even say "no" from time to time. It is important to teach them that just because they see something doesn't mean they will automatically get it.

And look at the bigger picture. Ask any retailer. We're still in recession, whatever the figures say. Surely the last thing the struggling high street wants is a ban on encouraging the only people with any disposable cash – children – to spend it in the shops.